This study explores the marketing mix strategies employed by Apple in its international market expansion efforts. The organization's marketing strategy focuses on setting high prices for all markets, utilizing specialized manufacturing plants, and concentrating on quality and premium image. The study highlights that promotion activities are key to reaching potential customers, particularly corporate customers, through international expositions, advertisements, and customer visits. Additionally, the analysis emphasizes the importance of adapting and standardizing marketing mix strategies based on cultural differences, saving costs, improving efficiency, and enhancing customer satisfaction levels. The born-global concept is found to be the most suitable theory for Apple's internationalization process, as it allows for the optimization of resources and gaining a competitive edge in foreign markets.
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